Universidad Complutense de Madrid
E-Prints Complutense

Aspectos simbólicos de la iconografía publicitaria televisiva

Impacto

Downloads

Downloads per month over past year



Laplaza Alcántara, María (2016) Aspectos simbólicos de la iconografía publicitaria televisiva. [Thesis]

[img]
Preview
PDF
51MB


Abstract

Esta investigación titulada Aspectos Simbólicos de la Iconografía Publicitaria Televisiva tiene como principal finalidad el análisis de campañas publicitarias televisivas a través de un referente fundamental en el mundo de la historia del arte: el método iconográfico de Erwin Panofsky. Hubo una serie de teóricos (entre los que destacan A. Warburg, F. Saxl, E. Cassirer, E. H. Gombrich, etc.) a través de los que se constata que la metodología que tiene como protagonistas determinados planteamientos iconológicos e iconográficos ha sido más que aceptada y valorada con gran interés a lo largo de la historia. La aplicación de dicha metodología ha sido habitual en los análisis de historia de arte estático. Lo que no parece tan frecuente es su aplicación en el ámbito audiovisual. En la investigación, por lo tanto, se plantean los siguientes objetivos. El primero de ellos es el de realizar, mediante el método iconográfico de Panofksy, un estudio profundo sobre los aspectos simbólicos en la iconografía publicitaria del mundo televisivo. El segundo objetivo que se plantea pretende mostrar, por medio del método iconográfico e iconológico que la publicidad televisiva transmite esos aspectos. El tercero busca aportar un prisma novedoso de estudio basado en una metodología no aplicada sistemática o habitualmente en las artes audiovisuales. Por último, a través del cuarto objetivo se propone demostrar que, en efecto, este método es perfectamente aplicable a las artes audiovisuales (en este caso concreto en el entramado publicitario televisivo) y puede servir de guía general de estudio para spots publicitarios. Para tratar de cumplir con dichos objetivos establecidos se parte, por lo tanto, de la siguiente hipótesis: El uso del método iconográfico-iconológico de Panofsky permite acceder a la simbología implícita en las campañas publicitarias televisivas...

Resumen (otros idiomas)

This research titled Symbolic Aspects of the Television Advertising Iconography aims to analyze television advertising campaigns through a fundamental reference in the world of art history: Erwin Panofsky’ iconographic method. Through theorists (some of the most noteworthy being A. Warburg, F. Saxl, E. Cassirer, Gombrich, etc), it is confirmed that the methodology in which certain iconological and iconographic approaches play a key role has been recognized and valued with great interest throughout history. The application of this methodology has been common throughout history in the analysis of static art history. However, its application in the audiovisual field does not seem so prevalent. This investigation has the following aims. The first objective is to conduct, through Panofksy’s iconographic method, an in-depth study of the symbolic aspects in the iconography of television advertising. Secondly, the study will show that television advertising conveys these aspects through the iconographic and iconological method. The third aim seeks to provide a new perspective of study based on a methodology that is not systematically or regularly applied in the audiovisual arts. Finally, through the fourth objective, the study will aim to prove that, in fact, this method is perfectly applicable to the visual arts (television advertising in particular) and can serve as a general study guide for commercials. In order to try to achieve these objectives, we assume the following hypothesis: “The use of Panofsky’s iconographic method will serve as a reference for the study of implicit symbolism in television advertising campaigns and their impact and influence on the public”. Thus, throughout the investigation and through the analysis of the three sequential levels included in Panofsky’s methodology, one can observe that this method seems to accommodate in the audiovisual universe when applied by the author in the visual arts. Therefore, it could be useful in the television advertising world as the elements of the analysis of this research have not been studied from a purely visual perspective. The practical applications within each level can be summarized as follows: In the pre-iconographic level, a descriptive list of the elements of analysis of advertising campaigns will be presented grossomodo. As stated throughout the study, all these aspects are of such magnitude that limits have had to be set in their development, as each one of them could be the main topic of a thesis itself...

Item Type:Thesis
Additional Information:

Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad II, leída el 17-12-2016

Directors:
DirectorsDirector email
Aumente Rivas, Pilar
Uncontrolled Keywords:Publicidad en televisión
Palabras clave (otros idiomas):Television advertising
Subjects:Social sciences > Information science > Advertising
Social sciences > Information science > Television
ID Code:38069
Deposited On:09 Jun 2016 12:39
Last Modified:09 Jun 2016 12:39

Origin of downloads

Repository Staff Only: item control page